Il packaging come icona culturale?Processi di significazione e meccanismi intertestuali

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Abstract

This paper analyses product packaging as cultural icons that condense and spread socio-cultural values. Some global brand’s packs became unmistakable signs of thosebrands (take the contour bottle of Coca-Cola or the Nutella jar) but also objects ableto communicate consumption values, cultural habits and collective usages. Throughthe analysis of some case studies from the fields of branding and marketing, this paperaims at investigating the semiotic processes that transform packaging from commercialand common objects to cultural icons. The main idea is that intermedial translationsand interdiscoursive migrations are the fundamental mechanisms involved inthis processes of iconization (with specific packaging items moving from the field ofbranding to those of arts, music, movies, design, fashion).
Original languageItalian
Pages (from-to)287-312
Number of pages26
JournalOCULA
Volume21
Publication statusPublished - 2020

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